AAU Account Planner's Final Porfolio - 2011

1. Nisara
Kittisangvara

2. Mind Tree
Events that has happened
to my life, i take all in account
for my mind to grow maturely.
deliberative
indivi
dualism
compromising
constructive
context
diver involve
social
sity ment
empathy
analytical
promising
multi exploring
self
2011
tasking
eco
2007
self P
awareness
2006
esteem
awareness
L
adventurousness
con diplo A
adjusting
influ
Francisco
nectmatic ential
2005 P R E N
expressive
ing 2001 2004
evaluating
Tsunami ZEN N
Political
HIT
San
E
911
2000
1999 M I L TIA R
internet
Science
1982
Birth
Exchange L E N
Student IUM Attack
Bachelor
Degree Thailand + Med itation

3. EL EM E N TS
Involvement Synchronize
Cofee Culture POV Culture Map
P. 1-11 P. 12-13
Empathy Considerate
Zombie Survival Strategy Social Experiment
P. 15-21 P. 22-23
Individualization Originality
Muni Segmentation City Snapshot
P. 25-29 P. 30-31
Deliberative Crafted
Bichewa Brand Book Sketch book
P. 33-37 P. 38-39
Context Constructive
Six Flags Campaign Strategy Montblanc Digital Strategy
P. 41-47 P. 48-52

4. Involvement
truly listen and consciously look to
what is around, so that I can establish
myself to appreciate the surrounding.

5. Coffee Culture
San Francisco Rachel Coady
Coffee is not only the brown water with caffeine;
it’s a major lifestyle for coffee drinkers in San Francisco. There is aesthetic and status
attached to it.
A cup of coffee can tell so much information about personalities, values, and
tastes of drinkers.
Caffeine keeps this city alive and flavorful.
By observing and talking to coffee drinkers and baristas, it allowed me to under-
stand motivation of the culture and its influence to people.

6. Big Brother Indy Shop
Atmosphere
BrewerUrban
Sofa Great experience
of drinking coffee is
Brand
Music Space
Environment
Decoration not only just about
Coffee, we serve it sim-
logo Coffee a cup of coffee,
ply rich and dark, as its
Single origin
Book
It’s also about the
Bold Pastry
original should to be. We
atmosphere around while
you are drinking as well.
blend it as how our serious Fresh
Third
Beverage
drinker community likes.
Aromatic
Dark Coffee
Drip Organic
“We roast coffee on
vintage gear, put it in
A cup of freshness and compostable bags.We
aromatic
Beans
distinctive deep-roated roast great coffee on
Sustainable
Roasted
flavor always offers at Peet’s two coasts, we make
freddo
Fresh
network Art
Coffee and Tea. They deeply great drinks, we clean
Modern
Cafe
Vibe
believe that a great cup of up after ourselves, we bake cookies,
Bold
coffee is all about a cup of we type up invoices, we get change
fresh bold taste of coffee. at the bank, we say please and thank
The great experience is the Brew Old-school style Bold you.”
bond between you and the -Blue Bottle Coffee Company web site
cup in your hand.
Sweet simple
We believe that when
people want coffee or
Adventurous Strong
tea, they are definitely We are
sunshines
Coffee Tea Iced
looking for a break. thrill
everytime
Coffee
Consequently, we offer
People
our drinks with delightful heart. we get to
introduce our new coffee Sweet Tooth
Flavor
Flavorful taste of coffee and
Blended single origin to our commu-
delightful
tea drinks will delight people’s
nity. We believe coffee has Active
Single origin
day.
its uniqueness by its origins.
Unite

7. Big Brother Indy Shop
Brand
Vibe
People

8. Big Brother Indy Shop
Brand
Vibe
People

9. Coffee Shop
Living Room
It is the mix of being private and publicizing.
When we are in ‘living room’, we share ourselves
in the nonaggressive side. We bring our hobbies;
drawing, listening to the music, writing and so on that don’t interfere other people
space. The dynamic of sharing in coffee shop is so rich even though there is no ver-
bal. Looking others doing their interests, listening to background sound, and feeling
the person next to you, these are counted as sharing. I have read an article about
eureka moment said “Just to sit there and listen what is going on around, great
ideas could come up amazingly.” It made me think that it is not about you go there
for taking, but you have to open you mind and listen to differences.

10. Synchronize
Lyon Street Palace
Pride Project of Fine Art
Lyon St.
Marina Wave
Organ

11. Empathy
Words cannot express everything in this world.
Sometime things can be left unsaid yet
understood by feeling and putting
yourself into his or her mind.

12. Zombie Strategy
Alan Stout
Rather than getting geared up with all weapon
and fighting relentlessly, Taking one step back with
a deep breath and reframe about how we would
response to this epidemic, Zombie outbreak.
Human get fear of what they don’t really know
what that is. They get scared because they have
been told but not on their own knowledge. When
human fear, their listening skills just disappear.
16

13. “I was a vegetariaaaan, now I am on a
special diet to keep myself not rotten.”
Name : Nicolus Malson
DOB : June 19, 1863
DOD : June 18, 1879
Age : 1 day away from
being 16 for 132 yrs.
Like : I had been
a Homecoming King 12 times.
Dislike : I will never have driving license.
Hobby : Music collecting
Career : Nightclub DJing.
17

14. Name : Mike Morgan
DOB : Febuary 5, 1809
DOD : May 23, 1863
Age : 54
Like : I had witnessed virus outbreaks.
Dislike : I will never get retired
Hobby : Scrabble & puzzles
Career : Doctor
“Graveyard shift,
litterally .”
18

15. “Wedding day is the
happiest day for others,
not mine.”
Name : Melanie Hudson
Like : I found the one.
DOB : November 14, 1903
Dislike : I will never have kids.
DOD : Febuary 14, 1931
Hobby : Writing diary
Age : 28
Career : Secretary

16. Relentless
Security Guard
The Recipe Keeper
“Always on duty.”
“What a freaking “Moooorning
bad hair day!” People. wake up!”
20

17. Final Request We don’t ask for more than living our post-lives peacefully. The lives that is worried free of
being shot at heads, screamed at our faces, run away when we just want to say hi. Please
do not get scared just because of our looks. We used to be human too.
We have our own conditions and limitations to put up with already; sun, hills, rotten limbs, stiff tongue
and so many more. We only ask for poeple to listen and understand the facts that we are different
from human. There are tons of species in this planet that can live together, and we are part of that.
21

18. Considerate
When you go out to coffee
shop or “third space”, the
laptop zombies are always
out there. They come with
their own laptop. There is
no interaction with others.
This is a key nugget for my
social experiment.
I want the zombies revive
and become humans
social experiment
again by checking in the
minds to environments. To
warm up this cold relation-
ship, I take my passion for
drawing as a tool.
Draw as passion and Give
as a gift.

19. Individualization
The value of identity is essential.
To look and understand particular thing, a faith
of believing everything’s unique is the key.
To talk to them, one way doesn’t work with all.
Special touches are needed to custom each
approach.

20. Muni
Segmentation
Alan Stout People in Bay area mostly commute around
the city by MUNI, The San Francisco Municipal Railway.
It is fun to look around and see what make
each person different from one
another. Each one carries their own
device to keep themselves entertain
during the journey, if it is not device, they
will have unique behavior that they express.
To segment them, I took the physical
matters to identify each group.
I found the common motivation behind
all group is the protection of their little
secured space by their weapons during
they are in public.

21. Wireless
Maniac
Music
Lover
Book Hi Fiver
Worm Gate
Watcher
Holder

22. Originality
31

23. Deliberative
To say that you know one thing, it’s not only knowing
its in depth but also in all angle aspect so that you can
decide what is the best way to response. All element is
counted to be part of the plan.

24. Baichewa
Brand Book On Progress
Oran Manjing Baichewa campground and tree house
Art Director
resort is a new alternative accommodation
for urban dwellers in Thailand. It locates
near big city yet enriches with natural
resource. It is a place for people to pause
their hustle in the big city and come relax
with true nature.

25. Brand Attribute
refreshing
insightful unique
subtle innovative
inspiring
fun
connected
exploring
thoughtful
sustainable
discovering
relaxing

26. Target
URBAN
Care
DWELLERS
who mostly live with schedule
in big cities. Everyday they
beat up their lives with the
pulse of a big city.
They always look for new
Love places for them to go explore
and discover yet worry free
of miserable preparation.
They want to allow them to
pause the big city’s rhythm
and refresh themselves with
new alternative destination,
where they can relax and
Chan bring back their passionate
nel so that they can keep the
pulse beating.

27. Strategy
Pause & Play
get away from hustles in big cities,
and come refreshing and fulfilling
with new gimmick of the nature.

28. Crafted

29. Context
Since all elements matter, the past plays a big
role in being me process. It’s the experiences
that I faced and I took them as lessons.
So being composed to today, experiences
are crafted and I took the notion behind it.

30. Six FlagsSarah Miller
Campaign Strategy Six Flags wants to connect themselves
to new target audiences, urban people
who are missing the fun that they used
to have when they were young. It’s the
experiences that they wouldn’t forget.
Sea
World
Universal Great random fun planned fun
America
Studio
fun place destination
Six Flags Disney
Land one time fun memorable fun
Six Flags Peer’s
situation feedback

31. Key Insights
Theme Parks are for kids
Random funs > big plans to have fun.
Peer susceptible
“Six Flags is
Thrill.”
“Last time I was there is when
I was in high school, I remember
Miss the nostalgia
it was fun.”
Worried free fun.
Inner childs
“When you are in there,
it’s already fun
even though you don’t
get on any rides.”

32. Flashback to your fun
with Six Flags Theme Park
Ambient Ads
Print Ads

33. Montblanc
Digital StrategyOn Progress
Virginia Lu Montblanc is long established brand
with its great products and concrete
Kelli Robertson stories. Their new target audiences are
@AKQA modern people and Montblanc tries
to come up with digital strategy to
concretedly bridge to their new people.

34. Brand Attribute
Quality
Classic
Encouraging
Inventor
Passionate
Art
Cultured
Luxury Lifestyle
Exclusive
Educational
Classical Music Sophisticated
Social Good
Gift
Legendary
Reward

35. Brand Target
Behavior Behavior
Social Network FREEDOM World Destination Traveling
FREEDOM Music Activity
Pop Art Musuem/ Festival
Young Director Project
Cherry Blossom Festival
UNICEF Partner Modern Art Museum
Global network De Young
Yoga/Fitness
John Lennon
Oscar Award Cocktail Party Educational Tour Bus Cinco de Mayo Celebration
Creator Explorer Lover
Flickr, Facebook Wine Tasting
Caregiver
Montblanc Styling
Drive for Fun New Undiscovered Talent Admirer
Lounge Social activity
Best Buddy in 11 Days
Film Festival Bay to Breakers
SOCIAL
SOCIAL
Modern
EGO
EGO
People
Leader
Shop-in-Shop
Invitation-Only Party
Exclusive Class
Ruler Private Shopping
Experience
Seasonal Collection
Hero
Exclusive Party
Member-only Lifestyle
Luxury Accessorized
Achiever
Photographing
Loft Apartment
Special Occasion
Gift Giving
Donation for
concerns
ORDER ORDER
Private School for kids.
Long established brand Wish Tree Project
Top Ten School Education Holiday Gathering
Engraving Writing Diary
Industry establisher

36. Strategy
Great gift aren’t just
given, they’re earned.
To encourage people to do good things to their communities,
they will get rewards for their hard works.
Channel
Blog Email Twitter
Youtube
Banner Ads
Facebook
Podcast

37. Thank You